How to Get Your Press Release to the Press

There are multiple ways to submit your press release, ranging from inexpensive to costly. Here are a few ideas.

Instructions

Difficulty: Moderately Easy

1. The least expensive way to generate media buzz is sending your release to established contacts. If your organization has a PR person, most likely he has a lengthy list of media contacts. If this is not the case, you can spend a little time searching the internet for editorial contacts. Of course, you want to target contacts suited to your industry and geography.
2. The most expensive way to submit your press release is through a PR agency. Some agencies require a monthly retainer; others will charge a one-time fee to get your release on the wire. They also offer additional services such as actually writing your release or proofing and editing a release. The good side to a PR agency is that they have a wealthy knowledge of what is newsworthy as well as key industry contacts. Agencies can release to print and internet.
3. Somewhere in the middle are the media and new distribution services. This is a good fit for any company. They typically release to internet news sites. Unlike print, posts to the internet can run up to 30 days or longer. These internet PR companies also offer a range of services including access to media lists, PR distribution, editing and proofing, release watch reporting, search engine optimization, release notification, viewer information and a variety of delivery options. The sites may charge an annual or membership fee.

Tips & Warnings

• A PR agency should offer the same services as a web-based distribution service. Make sure you receive a report on when it hit the wire and who picked it up.